Client
Beiersdorf

Objectives

• widen the Beiersdorf know-how about Beauty beyond the bauetycare products field;
• show a world view that includes a not only aestethic-based Beauty concept;
• link the Beiersdorf company and brand to the Culture field.

Target
Media and Institutions.

Strategy
Start and encourage a thought as wide as possible about the Beauty theme - that could go through different fields of the contemporary living - positioning Beiersdorf as a promoter and player of the debate and this way widening the communications areas and themes the brand could act in.

Activities

• creation of a Think Tank involving five thinkers coming from different circles, everyone linked to the Beauty theme - thanks both to professional and personal reasons:
• Enrica Roddolo, journalist and writer;
• Federico Vercellone, philosopher;
• Massimo Iosa Ghini, architect and designer;
• Giuliano Da Empoli, town councillor for Culture in Florence and member of the Biennale di Venezia board of directors;
• Don Giuliano Zanchi, director of the Bergamo's diocesan museum.
• organization and coordination of private meetings between the five thinkers, hosted to the Beiersdorf Italian headquarter;
• edition of a pamphlet, entitled "Riflessioni sulla Bellezza" (Thoughts about Beauty) including the five thinkers' contributions about Beauty's current role and future within contemporary living;
• organization of a press conference on the occasion of the pamphlet presentation, on october 14, 2009. The conference took place at Biennale di Venezia (Venice) and was moderated by Francesco Bonami (art critic and manilow senior curator of the Museum of Contemporary Art of Chicago), and involved the five thinkers and the Venice town councillor for Culture Luana Zanella.